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Casual Games Market Report 2007 Business and Art of Games for Everyone

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Casual Games Market Report 2007 Business and Art of Games for Everyone Casual Games Market Report 2007 Business and art of games for everyone Cover Illustration from Zen of Sudoku © 2006 Unknown Worlds © 2007 Casual Games Association. See last section for full copyright, trademark and important disclosure information. Table of Contents Welcome Letter from the Director All About Casual 3 What are Casual Games? 5 Online Consumer Profile It has been an exciting year for casual games—not only are more and more people playing, but casual games have become the subject of mainstream news articles and large media companies have become interested in the space with more fervor The Art of Casual than ever. The buzz is not surprising, of course. Many following the industry have known for some time that more people play casual games than any other type of video game. Now in 2007, this fact has become widespread knowledge. In addition, 7 History of Casual Games: 1972 - Present the industry has started to attract new platforms, studios and publishers. What was once an industry centered around PC and 9 Online Content Trends online web games has grown over the past couple of years into emerging casual areas, such as the Xbox LIVE Arcade and the Wii. Inside Casual Right now, the market signs are good for casual games. Luckily the industry has remained stable due in part to casual 19 State of the Industry games being available on a wide range of platforms with the most successful business models encouraging high quality and 22 Casual Game Designers innovative game content. 23 Casual Content Creation The connected casual games industry is a “multi billion dollar industry,” as you will see in detail later in this report – but what 24 How Development Works does that really mean? Ultimately, projections on the total industry size are of little use other than pleasant conversations with 25 Global Market Opportunities relatives. No matter the exact sizing or growth rate, the importance of casual games is unchanged—consumers love casual games and will continue to play casual games. Business of Casual Which brings us to the true measure of the industry: the millions of people casual 30 Market Business Overview games reach with high quality entertaining products that enrich their lives. 31 Business Models: Skill-based, Subscription, Trial-to-Purchase, Advertising, Mobile, Microtransactions, Retail, Advergames This report is focused on presenting the inner workings of the casual games industry as a central place for key information with existing CGA educational materials cross referenced throughout the report. For the purpose of this report, primary emphasis is placed on the online and connected 39 Company Profiles markets of PC, with secondary focus on Xbox LIVE and Mobile. Detailed workings of emerging Wii and PS3 casual console markets and handhelds will be addressed in later reports. Research 55 About the Casual Games Association data from the online casual games market has been collected directly from a variety of large 56 Method & Disclosures casual game portals, publishers and developers by the Casual Games Association through Pearl Research and Screen Digest. 57 Glossary 58 2008 Calendar Enjoy! Cover Image from Zen of Sudoku © 2006 Unknown Worlds More information: http://www.unknownworlds.com/ Jessica Tams, Managing Director, Casual Games Association [email protected], +1 206-778-5134 Credits © 2007 Casual Games Association. All rights reserved. Reproduction in whole or part of the Casual Games Market Report 2007 is strictly prohibited. See last section of this report for important disclosures and full copyright information. All About Casual All About Casual What Are Casual Games? What Are Casual Games? asual games are video games developed for the mass games becoming one of the most common past times—so it consumer, even those who would not normally regard is not surprising that for many consumers casual games are Casual games are replacing Cthemselves as a “gamer.” replacing television for relaxing after work. television as an important stress Popular Online Casual Game Genres Casual games are fun, quick to access, easy to learn and Recently, electronic games have developed a stigma as being reliever after work and during Defining require no previous special video game skills, expertise or for young teenagers, but this year’s research shows that an Genre Examples Year4 regular time commitment to play. Many of these games are ever increasing percentage of those with online connections lunch hours Action & Arcade Asteroids, Pac-Man, Feeding Frenzy 1979 based around familiar game concepts that consumers played young and old, male and female are playing casual games. - Card & Board Klondike Solitaire, Mahjong, Hearts 1984 Casual gaming is about more than a consumer demographic or a 2008 will bring casual games Match & Remove Tetris, Bejeweled, Zuma, Luxor 1985 genre of games, casual games are defined by gameplay behavior into the everyday lives of Trivia You Don’t Know Jack, Family Feud 1995 in arcades or the family Atari from childhood. In addition, Casual games may not have the sexy marketing and consumers Puzzle Collapse, Puzzle Inlay 1999 casual games are usually easy to pause, stop and restart with production budgets of the hard-core enthusiast market, but Breakout Ricochet Xtreme, Peggle 2001 little consequence to the player’s enjoyment. The most casual games reach an ever widening consumer base. This - Simulation & Strategy Insaniquarium, Virtual Villagers, Tradewinds 2002 common introduction to casual games for most consumers reach to a broad demographic has made casual games a Nearly everyone plays casual is via Microsoft Solitaire for Windows, which is the most highly desirable advertising mechanism. Word Scrabble, WordJong, Bookworm 2003 commonly opened application on Windows XP. 1 games at work and at home— The Casual Games Association expects 2008 to bring casual Click Management Diner Dash, Cake Mania 2004 200 million people play casual games online each month over games into the everyday lives of consumers with stand alone even if they do not admit it to Hidden Object Mystery Case Files, Dream Day Series 2006 the internet and the wide reach of pre-installed casual games massively multiplayer casual games and the integration of their boss and friends bundled with personal computers are contributing to casual gaming into existing social networking websites. Adventure Azada, Dream Chronicles, BeTrapped! 2007 Most Popular Online & Mobile Casual Games2 Gameplay Characteristics of Casual & Hard-Core Enthusiasts Characteristic Casual Hard-Core Enthusiast Demographic All ages, male and female, 100% of population 18 - 35 year old males, < 15% of population Where Play Home, work, airplane, transit stop Home Why Play Fun, relaxation, escape Exploration, stimulation, adrenaline rush Themes Family friendly scenarios Sci-fi, edgy violence, horror, suspense, war 1. Microsoft Solitaire on Windows XP 2. Tetris, Alexy Pajitnov, USSR, 1985 3. Bejeweled, PopCap Games, 2001 Play time intervals 5 - 15 minutes to complete a level 20 minutes - 2 hours to complete a level Solitaire is the #1 opened application on Best selling casual game across all platforms Original online casual franchise, 300 million Windows XP with an install base of over with over 60 million copies sold. downloads, 50 million mobile deployments Single player story 15 - 40 hours to complete Time to completion Single player story 15 hours to complete 400 million. and $100 million of consumer spending. Muliplayer typically played 5 - 40 hours/week Primary Platform PC, Mac, inexpensive console Game consoles, hi-end PC Game Price Free - $19.99 $29.99 - $59.99 Game Selection Free trials, up-sells Marketing campaigns, reviews and previews Hollywood Equivalent Sex and the City, Friends, ER, Superman Silence of Lambs, Reservoir Dogs, Aliens 1. For more information on Games for Windows, visit: http://www.microsoftcasualgames.com/. 4. QQ Games 3, Tencent, Inc. 5. Diner Dash, Gamelab / Playfirst, 2003 6. Mystery Case Files, Big Fish Games, 2005 2. Solitaire, Diner Dash, Mystery Case Files and Bejeweled sales numbers reported directly from IP holder to the CGA. Tetris sales number from http:// China’s largest casual game portal with 273 Franchise with over $35 million of consumer Hidden Object became the most popular www.tetris.com/. The most downloaded casual PC game of 2006 was Cake Mania with 55 million downloads. 3. For more information on Asian markets, to ask permission to use the data or to purchase a full report, pleased contact Pearl Research at research@ million active users of the IM tool QQ, with spending and 200 million downloads is one gameplay mechanic of 2007. The franchise pearlresearch.com or call +1 415-738-7660. 3.17 million peak users for its games service. of the most successful casual properties. boasts over 1.2 million copies sold. 4. Defining year is signified by when electronic genre originally became popular, including arcade and home consoles—which pre-date online gaming. Casual Games Market Report 2007 3 Casual Games Market Report 2007 4 © 2007 Casual Games Association. See last section for full copyright, trademark and important disclosure information. © 2007 Casual Games Association. See last section for full copyright, trademark and important disclosure information. All About Casual All About Casual Online Consumer Profile Online Consumer Profile Heaviest play times are right after Under 21 : Tweens & Teens1 21 - 35 : Young Adults Top Reasons To Play Casual Games dinner from 7pm - 9pm and during lunch from 11am - 2pm aised surrounded by technology and computers, hese are the kids of the 1980s who grew up in malls Rtoday’s youth have no concept of life without the T and arcades. They have less free time than young - internet, video game consoles, DVD’s, Wi-Fi or Facebook. adults in the past and are often separated from family stress relief This generation was raised with electronic toys that linked and friends due to job relocation after school. They are with games, such as V Tech and Leapfrog, and toys that comfortable augmenting their social interactions with take a break link to online virtual worlds.
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